Case Study: Workiva achieves stronger ABM alignment and pipeline growth with LeanData

Workiva boosts pipeline by $41M with LeanData

Workiva, a global company with over 2,000 employees, faced challenges in scaling its account-based marketing (ABM) program. Its marketing team needed to automate adding high-value accounts to campaigns, while its sales and marketing teams were stuck in an unproductive feedback loop regarding account qualification. To address this, Workiva partnered with LeanData for a comprehensive operational overhaul.

Using a new integration between 6sense and LeanData, along with LeanData’s account routing functionality, Workiva automated the process of associating accounts with campaigns after key buying triggers. This solution streamlined handoffs and improved alignment between sales and marketing. The results for Workiva were significant, including generating $41 million in pipeline, a 68% decrease in target account noise, and a 50% decrease in time-to-insight, thanks to the solution implemented with LeanData.

Workiva